Long before a viewer opens an app, the TV home screen has already decided what they see first. The Streaming Wars explores that idea through a retail merchandising lens, drawing on Looper Insights’ The Home Screen Economy survey of 63 senior executives across streaming, broadcast, content and distribution, carried out in May and June 2026.
48% of respondents named the hero or featured banner as their most commercially valuable CTV placement, with the top-row app position next at 27%.
The article also uses Looper’s MPV™ (Media Placement Value) prominence data to show how a service’s share of the screen can change from one device to the next, and why checking delivered placement matters in distribution deals 📺
Read the coverage 👇
- The Streaming Wars – The Most Valuable Shelf in Streaming Sits Outside the App
📊 Download the full report: The Home Screen Economy
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